Some time ago I wrote a post about ATL, BTL marketing concept and how its is old-fashioned, difficult to implement...
The concept of marketing which is not only present but also and a future is Inbound, Outbound marketing concept.
Concentration and efforts are directed at Inbound Marketing and its ways of developing and deployment.
To be clear, I will present a definition of Inbound, Outbound Marketing (by Wikipedia):
Inbound marketing is defining as: Strategies and processes to help your website get found by clients and customers already learning, discovering and shopping in your industry. Inbound marketing is a style of marketing that essentially focuses on getting found by customers.
Outbound marketing is defining as: Traditional marketing (outbound marketing) is where companies generally focus on finding customers by building brand awareness through advertising and promotion. Outbound marketing is marketing communications. In this sense, information about finished product capability flows out to prospective customers who have a need for it. This sense is related to the term product marketing.
The point is - Efforts are focused on how to be found!
Consumers, using modern technology, look for products, services, information ...
They are creating content and its distribution and they are the manufacturers and need to find ways to make the same offer to potential customers and / or clients, who are looking for a particular type of product and / or services.
If you want more details on Inbound concept, you can become a Certified Inbound professional by online course attend the Inbound Marketing University (IMU).
Tuesday, 17 August 2010
Monday, 17 May 2010
The title is the most important
In process of determining what is most important to the success of an article, usually there is statement that the most important is content because it contributes to the difference.
Especially in Internet marketing and PR – there is present mantra - Content is king.
All factors like content, tags, keywords, etc.. are nothing compared with the title and subtitle.
The clutter-time information, filtering them is important and what is done by examining the short title and subtitle.
So there is a saying – There are no too much information, but there are bad filters!
Attention only stays a few seconds if the title and subtitle do not retain the user going away.
Especially in Internet marketing and PR – there is present mantra - Content is king.
All factors like content, tags, keywords, etc.. are nothing compared with the title and subtitle.
The clutter-time information, filtering them is important and what is done by examining the short title and subtitle.
So there is a saying – There are no too much information, but there are bad filters!
Attention only stays a few seconds if the title and subtitle do not retain the user going away.
B2M (BUSINESS - TO - ME)
Basically, the theory and practice of marketing knew two concepts: B2B and B2C.
With the development of social networks and opportunities targeting all individuals grew into the concept of B2M (Business - to - me).
B2M concept targets the individual, decision-makers. No generalization, no dividing on individual consumers and companies, etc.
M (e) in the concept of B2M is a housewife who buys for household, and students, and director of a company, and decision makers within a department and / or team ....
There is emphasise at customer, client and effects in rise above the familiar divisions and marketers are trying to target those who are the key decision-makers to their business.
With the development of social networks and opportunities targeting all individuals grew into the concept of B2M (Business - to - me).
B2M concept targets the individual, decision-makers. No generalization, no dividing on individual consumers and companies, etc.
M (e) in the concept of B2M is a housewife who buys for household, and students, and director of a company, and decision makers within a department and / or team ....
There is emphasise at customer, client and effects in rise above the familiar divisions and marketers are trying to target those who are the key decision-makers to their business.
Wednesday, 12 May 2010
40% - 40% - 20%
When something starts to be taken as an example or as the saying it is repeated endlessly.
In the past a year, two; Pareto’s optimum and Rule 80 - 20 (most profit comes from customers that are regular. That 80 % of profit comes from 20 % of clients).
The tendency to identify the sources of profitability and creating products and services that will satisfy the regular clients who are a source of profit.
Thus, the analysis had shown in the range of products which are sold that standard version of the product is sold least, and most are sold or the premium version either the cheaper version.
The scale is 40 - 40 - 20 %, ie. 40 percent of the sale are premium (more expensive) products, 40 percent less expensive versions of products, and only 20 standard version.
From the knowledge what customers want, or more expensive either cheaper products, derives a tendency to eliminate the middle.
If not completely, then not be too much of importance, only to be present.
Same tendency of offline products is present and in the online world.
During time and due to the accumulation of standard products, and the importance of differentiation occurs or as the platform either as the fast and light variations.
Examples of platforms are Facebook, MySpace, YouTube, WordPress and examples of custom solutions that are easy to set up and placed on platforms as Facebook Pages, MySpace Music, video clips on YouTube, blogs on the WordPress platform ...
Those 20 percent, standard products are regular, standard sites.
In the past a year, two; Pareto’s optimum and Rule 80 - 20 (most profit comes from customers that are regular. That 80 % of profit comes from 20 % of clients).
The tendency to identify the sources of profitability and creating products and services that will satisfy the regular clients who are a source of profit.
Thus, the analysis had shown in the range of products which are sold that standard version of the product is sold least, and most are sold or the premium version either the cheaper version.
The scale is 40 - 40 - 20 %, ie. 40 percent of the sale are premium (more expensive) products, 40 percent less expensive versions of products, and only 20 standard version.
From the knowledge what customers want, or more expensive either cheaper products, derives a tendency to eliminate the middle.
If not completely, then not be too much of importance, only to be present.
Same tendency of offline products is present and in the online world.
During time and due to the accumulation of standard products, and the importance of differentiation occurs or as the platform either as the fast and light variations.
Examples of platforms are Facebook, MySpace, YouTube, WordPress and examples of custom solutions that are easy to set up and placed on platforms as Facebook Pages, MySpace Music, video clips on YouTube, blogs on the WordPress platform ...
Those 20 percent, standard products are regular, standard sites.
Tuesday, 11 May 2010
Success is measured by percentage and a timing is the most important
Traffic is usually one of the parameters that define the popularity of a site.
The same parameter can be applied to the offline world, because if some shops are visited, if a bar is crowded ... it automatically means success, because the sale happens.
The Internet is through the development of tools for analytics provided detailed and accurate insight into what percentage of the sale takes place.
Usually, the sale of a product or service, is measured by percentage (1, 2%), if not even less.
Let take for an example Facebook, it is designed as a social network but has grown over time in many forms of communication.
Each user chooses for what purpose it will be used.
There are many options that make it possible
The dilemma who will win in the live search, Twitter or Facebook, proves that it does not matter who first started, but when users express the need to use that service and option.
It turns out that the formula to success is: Choose the right timing for the service and work on the sales process.
The same parameter can be applied to the offline world, because if some shops are visited, if a bar is crowded ... it automatically means success, because the sale happens.
The Internet is through the development of tools for analytics provided detailed and accurate insight into what percentage of the sale takes place.
Usually, the sale of a product or service, is measured by percentage (1, 2%), if not even less.
Let take for an example Facebook, it is designed as a social network but has grown over time in many forms of communication.
Each user chooses for what purpose it will be used.
There are many options that make it possible
The dilemma who will win in the live search, Twitter or Facebook, proves that it does not matter who first started, but when users express the need to use that service and option.
It turns out that the formula to success is: Choose the right timing for the service and work on the sales process.
Monday, 10 May 2010
For which search engine should optimize?
When you optimise for search engines, the main question is for which search engine to optimise and then next question is to optimize for a specific search engine and on which you should pay attention?
This issue has become topical with the advent Bing.com and integration of Microsoft and Yahoo in the search field.
Although Bing showed some signs of growth however, Google is the leading search engine in the world with about 75% of market share in search, and the percentage in Serbia is over 95%.
The answer is imposed - Site should be optimized for Google.
P.S. And people from Bing advise that the optimization is a standard process and that the search engines should develop their systems to provide the most relevant results.
This issue has become topical with the advent Bing.com and integration of Microsoft and Yahoo in the search field.
Although Bing showed some signs of growth however, Google is the leading search engine in the world with about 75% of market share in search, and the percentage in Serbia is over 95%.
The answer is imposed - Site should be optimized for Google.
P.S. And people from Bing advise that the optimization is a standard process and that the search engines should develop their systems to provide the most relevant results.
Sunday, 9 May 2010
IC instead of PR
PR was founded in the early 20th century and indicates the Press Release and not public relations.
With the development of communication tools, for use is conducted term the Integrated Communication instead of PR, Public Relations is more than Press Release (press releases) and communication only with certain journalists from newsrooms.
Before the flow of information was: The sender information ----- journalist (media).
And if a particular journalist made an interesting information, it was published and who sees see it, who hears hear it.
Nowadays, the flow of information is: The sender information ------ Auditorium.
Journalist (media) is not excluded, but the information first reach audience that evaluates relevancy of the same and how interesting it is.
’Classic’ medias has lost the role of intermediaries, controls and filters.
Thus were largely lost in importance (but not quite).
There is in a consideration the term Integrated communication and not more Public Relations as a consequence of the development of channels of communication with are potentially interested to audience.
Today, every company and / or individual can set up a group on Facebook, MySpace and promote the same, put the video on YouTube or some other service for video clips. Anyone can distribute communication via a service like PRWire, anyone can write anything on any topic on his blog, comment on sites and blogs ....
Not to mention the phenomenon of Twitter ....
All this does not diminish the need for quality PR professionals, but imposes the need for their adaptation to the new era.
The IC achieves purpose - Publicity.
With the development of communication tools, for use is conducted term the Integrated Communication instead of PR, Public Relations is more than Press Release (press releases) and communication only with certain journalists from newsrooms.
Before the flow of information was: The sender information ----- journalist (media).
And if a particular journalist made an interesting information, it was published and who sees see it, who hears hear it.
Nowadays, the flow of information is: The sender information ------ Auditorium.
Journalist (media) is not excluded, but the information first reach audience that evaluates relevancy of the same and how interesting it is.
’Classic’ medias has lost the role of intermediaries, controls and filters.
Thus were largely lost in importance (but not quite).
There is in a consideration the term Integrated communication and not more Public Relations as a consequence of the development of channels of communication with are potentially interested to audience.
Today, every company and / or individual can set up a group on Facebook, MySpace and promote the same, put the video on YouTube or some other service for video clips. Anyone can distribute communication via a service like PRWire, anyone can write anything on any topic on his blog, comment on sites and blogs ....
Not to mention the phenomenon of Twitter ....
All this does not diminish the need for quality PR professionals, but imposes the need for their adaptation to the new era.
The IC achieves purpose - Publicity.
Wednesday, 5 May 2010
How to write a blog
Have a clearly defined goal - whether the blog is to build a reputation, that serves to promote a service or product, or it serves to bring some ideas.
Depending on the goal, you need to build the structure of the blog.
Plan and schedule - how often you will post new information, ie.posts.
It depends on the topic with which the blog deals, because there are areas where the news are regular and in some less.
Depending of selected topics, you should make a schedule for announcement of posts. Dose amount of information that you provide for all interested and how much they can absorb.
Be in a moment - when you get the idea of writing a post, it should be immediately written. It is often case that person forgets details and ideas, and the mass of posts remain forgotten because by time you were forgetting what you wanted to write.
Do not forget that the style of writing for the blog is relaxed because you do not write for newspapers and any serious editions.
Do not forget search engine optimization (SEO) - in each post include keywords for which you want a blog to be recognized by search engines, and add tags.
Depending on the goal, you need to build the structure of the blog.
Plan and schedule - how often you will post new information, ie.posts.
It depends on the topic with which the blog deals, because there are areas where the news are regular and in some less.
Depending of selected topics, you should make a schedule for announcement of posts. Dose amount of information that you provide for all interested and how much they can absorb.
Be in a moment - when you get the idea of writing a post, it should be immediately written. It is often case that person forgets details and ideas, and the mass of posts remain forgotten because by time you were forgetting what you wanted to write.
Do not forget that the style of writing for the blog is relaxed because you do not write for newspapers and any serious editions.
Do not forget search engine optimization (SEO) - in each post include keywords for which you want a blog to be recognized by search engines, and add tags.
Monday, 3 May 2010
Levels of Optimization (SEO levels)
User - friendly level - site, the portal should be made for users and interface should be adapted to the needs of users, and how they use the site.
Search engines try to determine which sites are better adopted to the user, and such are more and better valued.
Technical level - after the designated site structure should be optimized from the technical side – appropriate domain, design and build an adequate title, meta tags, headers etc to index sites in search engines (Google, Yahoo, Bing.com, ie. ... )
Creative level - after a technical website optimization, the site should be better promoted and make more links leading to it. This is quite boring process which 'wasting' time.
It has the second part of this phase, when trying to find ways to raise the rating site and for that purpose are used various techniques.
Nowadays, optimization is more creative, marketing and PR work, and not technical, because the technical part includes 10 percent or less, and everything else is creativity.
Search engines try to determine which sites are better adopted to the user, and such are more and better valued.
Technical level - after the designated site structure should be optimized from the technical side – appropriate domain, design and build an adequate title, meta tags, headers etc to index sites in search engines (Google, Yahoo, Bing.com, ie. ... )
Creative level - after a technical website optimization, the site should be better promoted and make more links leading to it. This is quite boring process which 'wasting' time.
It has the second part of this phase, when trying to find ways to raise the rating site and for that purpose are used various techniques.
Nowadays, optimization is more creative, marketing and PR work, and not technical, because the technical part includes 10 percent or less, and everything else is creativity.
Sunday, 2 May 2010
Secret of 21st century
It is believed that the greatest secret of 20th century is chemical formula for Coca-Cola.
Brand Coca-Cola almost marked 20th century, survived world wars, the Cold War, etc.
And it is prediction that the 21st century has own secrets, and that is the secret of Google's algorithm.
In less than a decade, Google established far far unprecedented dominance in the market and has become the most valuable brand.
If almost all by the term ‘colas’ included and had thoughts at Coca-Cola, so and search involves almost complete Internet search via Google!
Perhaps because of the rapid changes caused by modern technology, Google's dominance will not last the full 21st century, but will last if not the first half, then significantly during the first half of the century ....
And while the partial secret of Coca-Cola’s success is in the marketing, and many experts believe,that Google's success is in 'another Google's biggest secrets' and that is the network of Google's servers.
Google has a network of servers based on Linux platform, and those are distributed in over 50 (if not more) places accross the world, and based on them while browsing the Internet to get fast results that are required for the relevant area from which the search was conducted. ..
This is considered 'the biggest Google's secret' after the algorithm, and some believe the real secret because the algorithm is almost the same in all search engines and does not contribute to the creation of so many competitive advantages ...
I think, however, that the algorithm is very important, but should not ignore the factor of speed, and not to overlook factor of marketing.
Just one example of the popularity and usefulness of Google services (in a negative light): the only surviving attacker during terrorist attacks in Mumbai said to the police that they were using Google Earth to determine the coordinates of targets and roads that lead until targets ...
Brand Coca-Cola almost marked 20th century, survived world wars, the Cold War, etc.
And it is prediction that the 21st century has own secrets, and that is the secret of Google's algorithm.
In less than a decade, Google established far far unprecedented dominance in the market and has become the most valuable brand.
If almost all by the term ‘colas’ included and had thoughts at Coca-Cola, so and search involves almost complete Internet search via Google!
Perhaps because of the rapid changes caused by modern technology, Google's dominance will not last the full 21st century, but will last if not the first half, then significantly during the first half of the century ....
And while the partial secret of Coca-Cola’s success is in the marketing, and many experts believe,that Google's success is in 'another Google's biggest secrets' and that is the network of Google's servers.
Google has a network of servers based on Linux platform, and those are distributed in over 50 (if not more) places accross the world, and based on them while browsing the Internet to get fast results that are required for the relevant area from which the search was conducted. ..
This is considered 'the biggest Google's secret' after the algorithm, and some believe the real secret because the algorithm is almost the same in all search engines and does not contribute to the creation of so many competitive advantages ...
I think, however, that the algorithm is very important, but should not ignore the factor of speed, and not to overlook factor of marketing.
Just one example of the popularity and usefulness of Google services (in a negative light): the only surviving attacker during terrorist attacks in Mumbai said to the police that they were using Google Earth to determine the coordinates of targets and roads that lead until targets ...
Wednesday, 28 April 2010
ATL, BTL wrong concept
Often in ads for the job there is demanding experienced,marketing manager at ATL and / or BTL activities.
This request shows ignorance of basic marketing rules because the following reasons:
1. ATL / BTL is only one of the concepts in marketing. Duty of marketing manager is to implement those marketing activities that match the company, its activities, size, market .... Uniform access only to the fulfillment of forms that do not bring results.
2. ATL / BTL is a wrong concept because a company / organization must be so big / huge that has promotional activities and so many activities that they can be divided into those 'above the line' and those 'below the line'.And that can only large multinational companies, the requirements for knowledge of ATL / BTL set mostly small and medium business ....(probably they heard that is ‘IN’).
When the knowledge of ATL / BTL concept combined with the requirement that a marketing manager should have pharmaceutical, technological, medical, etc..faculty. Faculty which has no connection to the economy, it is perfect example of STUPIDITY.
It is as if from economists, lawyers were required to treat, cure people, if possible, and to deal with the surgery!
As economists do not know how to make computers, drugs, cars ... same, a doctor does not know to lead and manage marketing ....
If such requests answered elementary logic, then they were all 'scrapbook' and everyone would be doing everything and anything ... And the expertise, specialization.
Although, the call to the demagogy and the philosophy of 'everything and everybody', will never vanish.
This is just one example of knowledge does not matter, because often marketing is mixed with the promotion (advertising), with sales, Internet marketing with programming, SEO with programming, promotion with PR ...
This request shows ignorance of basic marketing rules because the following reasons:
1. ATL / BTL is only one of the concepts in marketing. Duty of marketing manager is to implement those marketing activities that match the company, its activities, size, market .... Uniform access only to the fulfillment of forms that do not bring results.
2. ATL / BTL is a wrong concept because a company / organization must be so big / huge that has promotional activities and so many activities that they can be divided into those 'above the line' and those 'below the line'.And that can only large multinational companies, the requirements for knowledge of ATL / BTL set mostly small and medium business ....(probably they heard that is ‘IN’).
When the knowledge of ATL / BTL concept combined with the requirement that a marketing manager should have pharmaceutical, technological, medical, etc..faculty. Faculty which has no connection to the economy, it is perfect example of STUPIDITY.
It is as if from economists, lawyers were required to treat, cure people, if possible, and to deal with the surgery!
As economists do not know how to make computers, drugs, cars ... same, a doctor does not know to lead and manage marketing ....
If such requests answered elementary logic, then they were all 'scrapbook' and everyone would be doing everything and anything ... And the expertise, specialization.
Although, the call to the demagogy and the philosophy of 'everything and everybody', will never vanish.
This is just one example of knowledge does not matter, because often marketing is mixed with the promotion (advertising), with sales, Internet marketing with programming, SEO with programming, promotion with PR ...
Eliminating Gatekeeper - and improving sales and promotions
As in the sales by telephone, called - Cold Calling, one of the main objectives is to skip Gatekeepers, and to get the person who makes a decision, so and in the Internet marketing, specifically web promotion, main job is to eliminate procedures and necessary steps which are blocking potential customers to become customers, service users.
A gatekeeper in the Cold Calling or 'gate keepers' by the rule are secretaries, while unnecessary fields and requested email addresses replaces secretaries in the Internet marketing.
All the required steps have been created by the time because they wanted more and more to segment user – base and to have as precise as possible statistic and ultimate goal was the building of large and more massive e-mail list, e-mail database.
Generally the rule was: The more e-mail addresses in the database, the greater profit!
And later added the steps are there to better segment the base through iteration and achieve higher earnings or at least cover basic costs.
E-mail listing is the goal for those who sell a product, while those who provide B2B services should be focused on spreading ideas through the e-book in PDF format where the contact information should included.
In order to get recognition or aroused interest, do not constantly mention your product, your service, your site ... People will certainly pay attention to it, investigate further if material is interesting.
In this part there are certain steps - Ladder approach method.
Blog should be starting point and used to spread the idea to potential customers interested.
Those who want more information and are keen to become potential customers, you should forward to the site that should be used for deeper and better information in order to start the process of selling (either online, or offline).
A gatekeeper in the Cold Calling or 'gate keepers' by the rule are secretaries, while unnecessary fields and requested email addresses replaces secretaries in the Internet marketing.
All the required steps have been created by the time because they wanted more and more to segment user – base and to have as precise as possible statistic and ultimate goal was the building of large and more massive e-mail list, e-mail database.
Generally the rule was: The more e-mail addresses in the database, the greater profit!
And later added the steps are there to better segment the base through iteration and achieve higher earnings or at least cover basic costs.
E-mail listing is the goal for those who sell a product, while those who provide B2B services should be focused on spreading ideas through the e-book in PDF format where the contact information should included.
In order to get recognition or aroused interest, do not constantly mention your product, your service, your site ... People will certainly pay attention to it, investigate further if material is interesting.
In this part there are certain steps - Ladder approach method.
Blog should be starting point and used to spread the idea to potential customers interested.
Those who want more information and are keen to become potential customers, you should forward to the site that should be used for deeper and better information in order to start the process of selling (either online, or offline).
Tuesday, 27 April 2010
What Web 2.0 has brought?
Web 2.0 is a term often used and the term is in the use when the user wants to emphasize connections, wiki solutions, cloud computing etc.
The question is - which are, actually, the effects of it.
The real effect is that everything is available to potential customers as in form of plug - in solutions, ie. there is no need that the user has some technical knowledge to set up a blog, using any service, etc., and still one of the main characteristics is that everything tends to be free.
Before, the user had to know HTML to regulate texts, possess some technical skills, and now he can make a blog on Blogger or Wordpress platform where the user-interface is user-friendly and can download to own domain, which can rent from them, set up a blog that can grow into with various applications in the proper site content.
Also, the solutions from one platform can be combined with others solutions to other platforms.
An example of how through out the process can have a proper site intranet and other tools for the organization is:
- The user via Wordpress or Yahoo leases the domain for example www.yourdomain.com
- Downloading the Wordpress plug - in the administration of the blog, etc..(Manual how to do all that can be viewed at the site www.becomeablogger.com)
- To facilitate work and interact with others, can use the Google service, Google Apps to own domain via www.yourdomain.com, email address, calendar, GTalk (IM) and also allow other users to use all applications which are existing on domain.
This is in addition to eliminate a need for technical knowledge and expensive hosting, allows user interaction and collaboration, and services like Google Sites allows you to make a true Intranet and services such as Google Documents, Knol, etc. almost all operations transfer from the computer to the online (the phenomenon Cloud computing).
The question is - which are, actually, the effects of it.
The real effect is that everything is available to potential customers as in form of plug - in solutions, ie. there is no need that the user has some technical knowledge to set up a blog, using any service, etc., and still one of the main characteristics is that everything tends to be free.
Before, the user had to know HTML to regulate texts, possess some technical skills, and now he can make a blog on Blogger or Wordpress platform where the user-interface is user-friendly and can download to own domain, which can rent from them, set up a blog that can grow into with various applications in the proper site content.
Also, the solutions from one platform can be combined with others solutions to other platforms.
An example of how through out the process can have a proper site intranet and other tools for the organization is:
- The user via Wordpress or Yahoo leases the domain for example www.yourdomain.com
- Downloading the Wordpress plug - in the administration of the blog, etc..(Manual how to do all that can be viewed at the site www.becomeablogger.com)
- To facilitate work and interact with others, can use the Google service, Google Apps to own domain via www.yourdomain.com, email address, calendar, GTalk (IM) and also allow other users to use all applications which are existing on domain.
This is in addition to eliminate a need for technical knowledge and expensive hosting, allows user interaction and collaboration, and services like Google Sites allows you to make a true Intranet and services such as Google Documents, Knol, etc. almost all operations transfer from the computer to the online (the phenomenon Cloud computing).
Monday, 26 April 2010
Adding features instead creating services
In online business, the practice is that various portals and sites by adding and developing new applications / services become more extensively 'overcrowded' because they give to each new one applications / service a special place in order to better highlight it.
After the success of Google's concept of simplicity in design, there is a tendency to 'pure' simplicity (and often exaggeration, and implementation of concept-the design is no design), and this leads to a dilemma-or to promote a new service either an existing benefits.
Competition and rapid pace of development means that everybody constantly working on an improvement of its services and seeking ways to differentiate them from competition, and this leads to 'clutter', we can conclude that it becomes a closed circle from’overload’ to ‘simplicity’ and over and over again etc.
Solution is in the concept - not to develop special services (which automatically require greater coverage), but to determine which services are the pillars (often such services are called input channels), and to improve, develop applications of these services, or which are based on these services.
Promotion of these additions, is very easy for users who use the those services and easily can perceive improvements, and methods are like e-mail, links, etc.
Problems of this concept: selection of services that are carriers and transfer users from one to another service.
After the success of Google's concept of simplicity in design, there is a tendency to 'pure' simplicity (and often exaggeration, and implementation of concept-the design is no design), and this leads to a dilemma-or to promote a new service either an existing benefits.
Competition and rapid pace of development means that everybody constantly working on an improvement of its services and seeking ways to differentiate them from competition, and this leads to 'clutter', we can conclude that it becomes a closed circle from’overload’ to ‘simplicity’ and over and over again etc.
Solution is in the concept - not to develop special services (which automatically require greater coverage), but to determine which services are the pillars (often such services are called input channels), and to improve, develop applications of these services, or which are based on these services.
Promotion of these additions, is very easy for users who use the those services and easily can perceive improvements, and methods are like e-mail, links, etc.
Problems of this concept: selection of services that are carriers and transfer users from one to another service.
Thursday, 22 April 2010
'Nonexistent marketing'
Often in the professional literature, a newsletters etc.. there is written about 'word of mouth' (word of mouth marketing, viral marketing) how to plan, implement, but after listening one of episodes of a podcast from the edition MarketinOverCoffee, I realized that this phenomenon can not be simply planed, 'word of mouth' marketing and recommendations or working either not.
It can not be planned.
In this type of marketing, from planning it is more important than whether it takes place in a positive direction (the system 'on the recommendation') or takes place in a negative direction.
As there is a saying - A good voice is heard far away, and still more bad!
'Word of mouth' marketing is intense, detailed in a negative rather than positive direction.
Users, potential users of a services and / or products are likely to more and more recounts their negative experiences related to a product or service, because it is psychologically understandable that people are more affected by negative than positive experience.
And especially, in the modern world where there is no phenomenon, but the lack of clutter, where each service is just just one click, just one door away ... users will only briefly to express the positive experience, while the negative will be accompanied by numerous descriptions, details ...
Therefore, companies need to constantly work on improving their service and presentation and providing the same.
It can not be planned.
In this type of marketing, from planning it is more important than whether it takes place in a positive direction (the system 'on the recommendation') or takes place in a negative direction.
As there is a saying - A good voice is heard far away, and still more bad!
'Word of mouth' marketing is intense, detailed in a negative rather than positive direction.
Users, potential users of a services and / or products are likely to more and more recounts their negative experiences related to a product or service, because it is psychologically understandable that people are more affected by negative than positive experience.
And especially, in the modern world where there is no phenomenon, but the lack of clutter, where each service is just just one click, just one door away ... users will only briefly to express the positive experience, while the negative will be accompanied by numerous descriptions, details ...
Therefore, companies need to constantly work on improving their service and presentation and providing the same.
Advantages and disadvantages of online businesses
Very often, many people jump into the online business, because from 'someone' they heard that on the Internet is 'lot of money', and without the necessary knowledge, resources, concepts, etc. think that huge amount of money will come to them, and then after some time, they see that is not all like that.
I present some advantages and disadvantages of the Internet business.
Advantages:
1. Wind run business.
2. Relatively low costs of starting businesses, compared to other industries.
3. Ease of entry to certain markets.
4. The possibility of a quick return on investment and making a profit.
5. The profit rate is much higher than the standard profit rate
Disadvantages:
1. The possibility of rapid deterioration
2. Competition is just a click, window, tab away
3. As you entered the market, so the competition can occur unnoticed and surprise you.
4. Requires high level of knowledge, because knowledge and ability determines success.
5. 80% of the costs are marketing, and in that is 'catch'- if it is bad marketing it is a cost, if it is a good it is an investment
I present some advantages and disadvantages of the Internet business.
Advantages:
1. Wind run business.
2. Relatively low costs of starting businesses, compared to other industries.
3. Ease of entry to certain markets.
4. The possibility of a quick return on investment and making a profit.
5. The profit rate is much higher than the standard profit rate
Disadvantages:
1. The possibility of rapid deterioration
2. Competition is just a click, window, tab away
3. As you entered the market, so the competition can occur unnoticed and surprise you.
4. Requires high level of knowledge, because knowledge and ability determines success.
5. 80% of the costs are marketing, and in that is 'catch'- if it is bad marketing it is a cost, if it is a good it is an investment
Tuesday, 20 April 2010
Modern technology and PR
With the development of the Internet and modern technology PR practice drastically changed.
In the past, only the PR agencies and PR offices of large companies had the power to create a PR campaign, and affect the image of their clients.
Modern time is one side facilitating the process of public relations, on the other side is making it more difficult.
Before the process looked in this way:
PR service / PR agency issued a press release and send it to the media, then the media publishes it or not, or in contact with journalists and editors 'fix' affirmative article, either through paid propaganda messages simultaneously reach space.
A little more sophisticated approach had been based on the deeper connections and relations with editors and / or owners media etc.
With the progress of the Internet and tools that exist, such as blogs, feed reader etc. expanded circle of people who can influence at a public opinion.
Now anyone can quickly make a blog, and to express their opinion about everything and everyone, and so affect the larger or smaller number of people.
There is no more exclusivity in dealing with public opinion, and now ordinary people, users of products and / or services have a chance to say to a wide audience what they think about a particular organization, company, etc., and express their satisfaction and / or dissatisfaction.
With the advent influential bloggers, spread the circle of people, at which a particular company / organization can make influence.
Modern public relations has to take in consideration a wider set of people, not just people from the media, but also bloggers.
Storm which was made by modern technology and the Internet, requires a prompt response, because success is measured by speed of response and reaction.
In the past, only the PR agencies and PR offices of large companies had the power to create a PR campaign, and affect the image of their clients.
Modern time is one side facilitating the process of public relations, on the other side is making it more difficult.
Before the process looked in this way:
PR service / PR agency issued a press release and send it to the media, then the media publishes it or not, or in contact with journalists and editors 'fix' affirmative article, either through paid propaganda messages simultaneously reach space.
A little more sophisticated approach had been based on the deeper connections and relations with editors and / or owners media etc.
With the progress of the Internet and tools that exist, such as blogs, feed reader etc. expanded circle of people who can influence at a public opinion.
Now anyone can quickly make a blog, and to express their opinion about everything and everyone, and so affect the larger or smaller number of people.
There is no more exclusivity in dealing with public opinion, and now ordinary people, users of products and / or services have a chance to say to a wide audience what they think about a particular organization, company, etc., and express their satisfaction and / or dissatisfaction.
With the advent influential bloggers, spread the circle of people, at which a particular company / organization can make influence.
Modern public relations has to take in consideration a wider set of people, not just people from the media, but also bloggers.
Storm which was made by modern technology and the Internet, requires a prompt response, because success is measured by speed of response and reaction.
Monday, 19 April 2010
SEO, Marketing and PR
Some have a opinion that SEO is reserved exclusively for the IT guys.
Technical knowledge is just a start, and person should have some technical knowledge to set up a base of SEO, but that is only 10%.Rest of SEO is marketing, and probably more PR.
Search engines dominant value words and phrases and words are certainly not 'specialities' of IT guys.It turns out that the for other 90% of SEO are responsible people for communication and dissemination of ideas.
Consequently, in complete communication mix it must be taken that is not just marketing and public relations, but also and SEO.
Actually, SEO makes a complete communication strategy visible.
As I think that is mistake to give priority either to marketing or PR, same mistake is to give only the importance of SEO.
All 3 elements must be tie up in communication strategy in order to achieve full effects and fulfill business objectives.
Technical knowledge is just a start, and person should have some technical knowledge to set up a base of SEO, but that is only 10%.Rest of SEO is marketing, and probably more PR.
Search engines dominant value words and phrases and words are certainly not 'specialities' of IT guys.It turns out that the for other 90% of SEO are responsible people for communication and dissemination of ideas.
Consequently, in complete communication mix it must be taken that is not just marketing and public relations, but also and SEO.
Actually, SEO makes a complete communication strategy visible.
As I think that is mistake to give priority either to marketing or PR, same mistake is to give only the importance of SEO.
All 3 elements must be tie up in communication strategy in order to achieve full effects and fulfill business objectives.
Monday, 1 March 2010
Who creates the content?
One of the things on the Internet is to use phrases such as Web 2.0. Web 3.0 ... all with the goal to somehow mark the contemporary trends on the Internet.
The emphasis is more and more on users, and development of tools that allow users to create their own content to the Internet.
The proactive approach that puts the focus on individual users is called the phenomenon of user-generated media.
Websites serve only as a platform which allowing users to,according to their preferences, create an image of yourself.
The focus is at leading social networks (social networks) such as Facebook, MySpace etc. ...
Commercial sites and portals, trying to apply the same principle in its activities and seek to find the most adequate form for the phenomenon of 'social'.
The main issue is how to convert to income, as with the 'social' go and 'wiki' phenomenon, which means free and content created by users.
To be clear, it can be presented on the example of the business portal SrbijaBiz.com.
SrbijaBiz.com, which has the slogan Portal of Business Serbia, has a mission to collect all relevant information, provide services and to be a platform for successful business in Serbia.
Starting from the mission, created the following services:
SrbijaBiz Catalog: Overview of companies in Serbia by category and cities.
SrbijaBiz Event: Review of business events (congresses, seminars, conferences, etc. webinari) in Serbia
SrbijaBiz BizPartners: supply and demand for business partnerships (representation, distribution, agency, franchising, sale and purchase of businesses, etc.)
SrbijaBiz Info: Relevant business news and information.
SrbijaBiz VIPJobs: Ads for managerial and executive positions.Database of candidates who have the qualifications, skills and experience for leading positions.
Features and services provider, is executed on the basis of current market needs.
With further development, some services will be added (and probably some discontinued).
Usage of all the basic features for free and all registered users can use all services.
It practically looks like this:
- the user is registered (the process takes up to 2 minutes), and after confirmation by activation link, it can with the one account to use for free all the basics SrbijaBiz services.
- Some do not require the approval process by the editor, such as setting up the presentation of the company in the catalog, while others require.
- Responsible person in a company / organization wants to present their business and set the basic site (up to 200 characters and contact information) in the catalog section. (unlimited number of presentations of companies under different categories).
- If you want to find a partner, or a bid for business partnership, set up ad BizPartner section. And can review and see if it is something interesting.
- Also, can inform about business news in the section Info, a company that has a PR service, or a PR agency, can put his notice in the Info section.
- To inform the public, can put a notice about your business event such as the Assembly of Shareholders in the Event section, or present an ad that organized, and also to be informed about current business events.
- If you have a need for engagement manager, managers, etc. can put an ad in VIPJobs section, and takaođe and individual users can view the ads for managerial positions and to place your CV in the database.
From the above, it can be concluded that SrbijaBiz portal covers many segments of interests for business-oriented users and business people interested in information about business developments in Serbia.
The emphasis is more and more on users, and development of tools that allow users to create their own content to the Internet.
The proactive approach that puts the focus on individual users is called the phenomenon of user-generated media.
Websites serve only as a platform which allowing users to,according to their preferences, create an image of yourself.
The focus is at leading social networks (social networks) such as Facebook, MySpace etc. ...
Commercial sites and portals, trying to apply the same principle in its activities and seek to find the most adequate form for the phenomenon of 'social'.
The main issue is how to convert to income, as with the 'social' go and 'wiki' phenomenon, which means free and content created by users.
To be clear, it can be presented on the example of the business portal SrbijaBiz.com.
SrbijaBiz.com, which has the slogan Portal of Business Serbia, has a mission to collect all relevant information, provide services and to be a platform for successful business in Serbia.
Starting from the mission, created the following services:
SrbijaBiz Catalog: Overview of companies in Serbia by category and cities.
SrbijaBiz Event: Review of business events (congresses, seminars, conferences, etc. webinari) in Serbia
SrbijaBiz BizPartners: supply and demand for business partnerships (representation, distribution, agency, franchising, sale and purchase of businesses, etc.)
SrbijaBiz Info: Relevant business news and information.
SrbijaBiz VIPJobs: Ads for managerial and executive positions.Database of candidates who have the qualifications, skills and experience for leading positions.
Features and services provider, is executed on the basis of current market needs.
With further development, some services will be added (and probably some discontinued).
Usage of all the basic features for free and all registered users can use all services.
It practically looks like this:
- the user is registered (the process takes up to 2 minutes), and after confirmation by activation link, it can with the one account to use for free all the basics SrbijaBiz services.
- Some do not require the approval process by the editor, such as setting up the presentation of the company in the catalog, while others require.
- Responsible person in a company / organization wants to present their business and set the basic site (up to 200 characters and contact information) in the catalog section. (unlimited number of presentations of companies under different categories).
- If you want to find a partner, or a bid for business partnership, set up ad BizPartner section. And can review and see if it is something interesting.
- Also, can inform about business news in the section Info, a company that has a PR service, or a PR agency, can put his notice in the Info section.
- To inform the public, can put a notice about your business event such as the Assembly of Shareholders in the Event section, or present an ad that organized, and also to be informed about current business events.
- If you have a need for engagement manager, managers, etc. can put an ad in VIPJobs section, and takaođe and individual users can view the ads for managerial positions and to place your CV in the database.
From the above, it can be concluded that SrbijaBiz portal covers many segments of interests for business-oriented users and business people interested in information about business developments in Serbia.
Monday, 4 January 2010
We have our site ....
When I call the prospects for my business portal www.SrbijaBiz.com often I hear as a reason why they won't need that kind of a service, they say: You know, we have our site....
Probably out of ignorance, which often results in complacency, they think a work is done by possessing a website.
They do not understand that if you have the website, it is same as in the imaginary city with 10.000 streets, and each street has 10 stores, you have a shop.How would someone interested in a product or service find you?
To be linked, and theme about bad marketing, I mentioned in one of the previous posts, when the responsibility is transferred to the media.
Fatal cocktail is - you know, we advertised everywhere and there were no effects, and have our site !!!!!!
Come to consider logically:
1. Why would someone make something just as it already exists, and if they have already called you, they are offering a new value.
2. For a small amount of money which they had spent on advertising on a site and / or a portal, they expect a significant growth in sales (not to mention the comparison with the cost of advertising on electronic media, and the effects of their campaigns).
3. Advertising on Internet sites and business portals, before everything has informational purposes, and has less persuasive function.
There is one more thing, manufacturers, vendors, etc.. do not realize that the Internet has changed consumer's habits and the entire buying process.
Generally, consumers, the initial collection of information about the products and / or services that meet their needs, carried out on the Internet.
They are searching by search engine or on specialized sites ... but often is more places at once, because information is one click, one tab away...
And the same goes for the competition .... As soon as they realize, the better will be, and they will not be surprised (unpleasently).
Probably out of ignorance, which often results in complacency, they think a work is done by possessing a website.
They do not understand that if you have the website, it is same as in the imaginary city with 10.000 streets, and each street has 10 stores, you have a shop.How would someone interested in a product or service find you?
To be linked, and theme about bad marketing, I mentioned in one of the previous posts, when the responsibility is transferred to the media.
Fatal cocktail is - you know, we advertised everywhere and there were no effects, and have our site !!!!!!
Come to consider logically:
1. Why would someone make something just as it already exists, and if they have already called you, they are offering a new value.
2. For a small amount of money which they had spent on advertising on a site and / or a portal, they expect a significant growth in sales (not to mention the comparison with the cost of advertising on electronic media, and the effects of their campaigns).
3. Advertising on Internet sites and business portals, before everything has informational purposes, and has less persuasive function.
There is one more thing, manufacturers, vendors, etc.. do not realize that the Internet has changed consumer's habits and the entire buying process.
Generally, consumers, the initial collection of information about the products and / or services that meet their needs, carried out on the Internet.
They are searching by search engine or on specialized sites ... but often is more places at once, because information is one click, one tab away...
And the same goes for the competition .... As soon as they realize, the better will be, and they will not be surprised (unpleasently).
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